For the first time in a decade, the advertising industry is no longer the UK’s least trusted sector, according to new research from the Advertising Association (AA). The latest findings reveal a notable shift in public sentiment, with trust in advertising on the rise.
The AA’s research, presented today, indicates that advertising has climbed out of the bottom spot for consumer trustworthiness, surpassed by the media and government. Only 26% of UK consumers currently trust the government and media, while trust in advertising has increased to 30%, up by 7% from 2022.
The comprehensive ‘Value of Trust’ report, conducted by the AA in collaboration with the think tank Credos, highlights the growing importance of trust as a key factor in brand effectiveness and financial performance. Trust in advertising is now considered the second most crucial driver of brand success, up from seventh place previously.
Dan Wilks, director at Credos, encapsulates the significance of this shift: “If people want to truly understand the value of trust in advertising to them, it is best described as results, regulation, and recruitment, or the ‘3Rs of Trust’. When it comes to results, trust in brands and trust in advertising media increases profits and overall effectiveness.”
Trust in advertising varies significantly across age groups. Among younger people, 50% express trust in advertising, compared to just 22% of those over 55. This demographic difference is particularly pronounced in the realm of online advertising, where young people are four times more likely to trust ads than their older counterparts.
Television remains the most trusted advertising medium, with 41% of consumers expressing confidence in it.
Impact of Regulatory Campaigns
The research credits various industry initiatives with fostering increased trust. Notably, the Advertising Standards Authority’s trust campaign has made a substantial impact, doubling the likelihood of consumers trusting ads after encountering the campaign.
Stephen Woodford, CEO of the AA, emphasized the importance of these findings: “Our latest research shows that public trust is improving, especially amongst younger people – and we must keep building on this.
Improving the public’s advertising experience, through more engaging creativity and well-planned media exposure, not only improves trust but drives better business outcomes too.”
The report also includes insights from a poll conducted by Credos and YouGov, which surveyed 107 Members of Parliament in January. It found that 39% of MPs trust advertising, while 33% distrust it, and 23% are neutral.
The study also revealed that MPs who distrust the advertising industry are five times more likely to advocate for government regulatory action.
While advertising is experiencing a trust boost, other industries remain more trusted. The medical profession leads with a 73% trust level, followed by banking at 48%, telecoms at 43%, and energy at 32%.
The ongoing efforts to improve trust in advertising, particularly among younger demographics, appear to be paying off.
As the industry continues to focus on enhancing creativity and media strategy, it aims to build on this momentum, further restoring public confidence and driving business success.
